This document provides a summary of the 2012 European Football Kit Supplier Report. It finds that the market remains dominated by Adidas, Nike, and Puma, who supply 44% of clubs. Replica jersey sales total around 11.1 million for 98 clubs, and are the main source of income. Jersey prices vary significantly between countries, from €42-€81, with English clubs having the lowest average price below €50. The report contains more detailed analysis and is available for purchase from SPORT+MARKT.

1. PLANNING STRATEGY MONITORING
SPORT+MARKT
European Football Kit Supplier
Report 2012
Expertise by SPORT+MARKT AG and PR Marketing
Your contact persons: Andreas Ullmann | Dr. Peter Rohlmann

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European Football Kit Supplier Report 2012
Dominant market leadership of adidas, Nike and Puma
A total of 27 different jersey brands / sport equipment suppliers are represented in
the top flights of the key European football markets in 2011/12 and provide at least
one of the 98 clubs in the competitions with on-pitch apparel. These include a few
clubs who launch their own sportswear collections and kit suppliers with a
geographically limited range of operation.
The number of active companies has been fluctuating between 27 and 33 brands for
seven years. However, the dominance of a few kit suppliers on the European football
market has remained relatively unaffected when the number of clubs supplied is
observed to benchmark market penetration. In these terms, the three largest kit
suppliers, adidas, Nike and Puma, achieve a penetration level of 44 percent.
Graphic 8: Development and number of kit supplier contracts with adidas, Nike and Puma
in the top 5 leagues, 2001/02 – 2011/12
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Jersey is main source of income for clubs
Cumulated sales of replica jerseys for all of the 98 clubs in the five key European top
flights currently amount to approx. 11.1 million.
For the European clubs analysed, the average basic price for a replica shirt without
customisation just over EUR 65. The bandwidth of jersey prices for top clubs ranges
from approx. EUR 42 to EUR 81, with the most significant price variations occurring
in Spain and Italy. Based on the table, English clubs appear to offer their fans the
lowest prices (club average below EUR 50 / GBP 41.55); however, it should be noted
that exchange rates play a role, as the Pound Sterling was under pressure from the
Euro during the investigation period. Club fans in Italy and France are faced with the
highest prices, at over EUR 71 per jersey, although the Bundesliga follows just
behind with a sharp increase in price to over EUR 70. Whilst Spanish clubs charge
an average of just below EUR 65, two of the league‘s teams charge the highest price
of all (EUR 81).
Graphic 12: Jersey prices in selected football leagues 2011/2012
Short sleeve, uncustomised, size: XL, prices: online shops at the beginning of the season.
From …. ….to
Difference to
Average 2009/10 (in %)
74.95 70.33 +12.10
55.14 49.80 +1.50
80.00 71.40 +2.40
80.99 64.38 -1.50
79.00 71.20 +7.70
EUROPE TOP 5 65.42 +4.50
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Are you interested in the complete
report?
For further information please contact Andreas Ullmann
(andreas.ullmann@sportundmarkt.com) or visit our website
(SPORT+MARKT Reports)!
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5. OVERVIEW 16.02.2012 [025]
NEWSLETTER
European Football Kit Supplier Report 2012
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